Every click is a maybe
Pool searches peak in spring with people who just want to know the price. A $35 click on “how much does an inground pool cost” is paying for a daydream.
A $90k project and a $30 click. The click is not the problem. The unqualified consult is.
Inground pool searches bring in dreamers, above-ground shoppers, pool cleaners looking for work and the occasional family ready to spend $80,000. The national builders and the pool-financing lead sites bid on all of it, and your design team ends up driving to houses that can’t afford a spa.
We qualify in the ad and on the page, separate gunite from fiberglass from vinyl, and track every consult to a signed contract so the bidding chases buyers rather than browsers.
Projects from $60k to $200k+, shell and concrete costs around half. The upside is real. So is the waste, and here’s where it usually comes from.
Pool searches peak in spring with people who just want to know the price. A $35 click on “how much does an inground pool cost” is paying for a daydream.
“Pool company near me” is mostly cleaning, repair and above-ground kits. If your keywords are loose, your budget pays for chlorine questions.
A pool takes months from first click to dig day, and concrete, steel and equipment prices move while you wait. A wasted consult on a thin margin year hurts twice.
Campaigns by build type: Gunite custom pools, fiberglass, vinyl liner, plunge pools, pool and outdoor living packages, commercial. Each with budget-appropriate ad copy and its own page.Budget stated in the ad: “Custom pools from $75k” costs you some clicks and saves your designers a hundred wasted evenings. We test the price range that filters without scaring.Pre-qualify before the consult: A form that asks for budget range, yard access and timeline, plus a financing option for the ones who need it. Consults get scheduled only for people who pass.Track to the signed contract: Call tracking, form tracking and your CRM, Buildertrend, Pool Pro Office or whatever you run, so Google learns from signed pools and not from quote requests.Examples from pool building accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
In sunbelt markets, $6k to $15k a month during the selling season, which starts in late winter. Clicks run $20 to $50. One signed pool pays for the whole year, so the question is how many consults your team can run well.
No. One pool builder per metro, full stop. We don’t take a second builder and quietly split the clicks between you.
Start in January or February, when people start planning for summer. Keep a smaller budget through fall, because builders who sign in October dig in the off-season and finish before the next rush. We rework the schedule each year from your contract dates.
Engineered walls at $20k to $100k. Garden walls at $1,500. Same search, different day.
How we run it →House demos at $15k to $40k. Pool removals at $8k. Junk haulers bid on half your words.
How we run it →Equipment costs money whether it moves or not. Keep it moving.
How we run it →Water in the basement, a lot that will not pass. People search when it rains.
How we run it →Talk to a senior PPC expert who has run pool building accounts. Never a junior.